InterfaceFLOR is a division of US based Interface, Inc. a world leader in the manufacture of environmentally responsible flooring. The company is deeply committed to sustainable practices and has embarked on ‘Mission Zero’ – a promise to achieve zero environmental footprint by 2020. The company is recognized as an industry leader in sustainable practices and has won innumerable accolades including the prestigious No.1 ranking from Globescan – a survey conducted among environmental experts.

As the Indian member of ECCO network, Pressman was appointed to position the company in India as a thought leader on sustainable business practices. A major challenge was that the company had no manufacturing operations and had only a ‘marketing’ presence in India. Another challenge was to ensure consistency of messaging and positioning with the global and European programmes.

Drawing upon largely from the successful European programme, Pressman evolved a strategy to highlight the commercial benefits of sustainability (“doing well by doing good”) using InterfaceFLOR’s track record. The strategy also focused on creating stories with local relevance.

A series of news releases highlighting the achievements were distributed to key national management and environmental media. The ‘LEED’ Certification of InterfaceFLOR’s India office in Bangalore was used as a major plank and a series of stories developed around it.

Every corporate or marketing development - like the launch of a new product range, opening of a new sales office and appointment of a new senior executive - was leveraged and used as an opportunity to reinforce the message of sustainability. On the agency’s recommendation, InterfaceFLOR took advantage of cost effective sponsorship opportunities and participated in key events relating to sustainable practices.

The agency also obtained a key speaker slot for the company in the annual International Green Building Congress – consecutively for three years, for Lindsey Parnell, President EMEAI and Raj Menon, Country Manager, India. Pressman further capitalized on these opportunities by working with the media to generate extensive editorial coverage in top tier national, business and trade media.

Given the scale of its operations in India, InterfaceFLOR is not yet a household name; however, consistent year round high quality coverage in top tier national media has resulted in a heightened awareness of the company’s pioneering role in sustainable business practices. InterfaceFLOR’s contribution and achievements are well recognized and company spokespeople are often sought after by the media as guest speakers and organisers of seminars on environmental related topics. InterfaceFLOR is regularly quoted in relevant industry stories for their immense contribution to sustainable business practices.

Editorial coverage has been consistent and extensive. In Q3 2009 (July to September 2009), 49 pieces of coverage were obtained in key national, business and industry media with a combined circulation of 4.5 million. It was another quarter of Pressman exceeding client expectations.

We are humbled by the client’s response: “We have nothing but praise for the work that you’ve been doing”; and hasten to add that the results would not have been possible without the enormous client support and a truly trusting client agency relationship.